"I always name London first when asked which city in the world has the best style," Chung said. "There's something so inherently rebellious about how people naturally style themselves. Brits aren't afraid to experiment or take risks with how they look; perhaps that's why London has always been home to the most dynamic and daring designers in the world. I adore fashion and am proud that it's now officially my job to champion those London designers - both new and established - that inspire me so much."

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"We're delighted to announce this role for Alexa," Caroline Rush, BFC chief executive, said today. "She is hugely influential in both the fashion industry and to the wider public, who have voted her as winner of the British Style Award at the British Fashion Awards for two years running."

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Updated Thursday September 15, 9.03am: Poppy Delevingne is the British Fashion Council's latest ambassadorial appointment. The British model has secured the recently created role of Young Ambassador, supporting the support the BFC as it promotes British fashion design talent to a global market. She joins Laura Bailey who was announced Cultural Ambassador last month (see below).

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"Poppy is a successful international model and fashion icon and has been a huge supporter of British brands over the years," Caroline Rush, the BFC's ceo said. "Her influence within the fashion industry will provide our British designers with increased media exposure and introduce them to her key contacts from other creative industries."

"I've been brought up around British fashion all my life, so it only seemed like the next most natural step to become an ambassador for the BFC," Poppy Delevingne added. "British fashion is extremely exciting and influential. I'm honoured to have been asked and looking forward to supporting new British talent."

Updated Thursday August 4, 8.42am: Laura Bailey has been appointed the British Fashion Council's new cultural ambassador. The model and VOGUE.COM blogger will attend key events as in the BFC calendar including London Fashion Week, the British Fashion Awards and London Show Rooms and will be active in BFC meetings to discuss future activities, as well as working directly with young London-based designers.

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"I'm proud of my new ambassadorship with the BFC and I am thrilled to be to working with and promoting young British talent," Bailey said today. "I think it's a really exciting time for British fashion - via the shows, in the shops and on the streets. I'm also keen to work with the BFC on their collaboration with the film and art world. Roll on September for London Fashion Week!"

Bailey is the first of a number of young cultural ambassadors set to be unveiled prior to London Fashion Week in September. The ambassadors will support the British Fashion Council as it promotes British fashion design talent to a global market.

"As a model, writer and fashion icon, Laura has an in-depth knowledge of the British fashion and film industry that we hope will provide our designers with increased media exposure and strong links with the other creative industries," Caroline Rush, ceo of the British Fashion Council, said. "The most exciting thing about these newly created ambassadorial roles is that they will grow organically into a unique role that best utilises each ambassador's expertise, contacts and interests."